NORMAN ā The University of Oklahoma Athletics Department has announced a series of fan experience enhancements ahead of the Sooners' home football opener against UTEP on Friday, Sept. 4. The expansion of offerings and upgrades to services range from pregame festivities and tailgating to concessions and merchandise opportunities, in-game engagement, exclusive experiences, a digital concierge service and more.Ā Ā
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Many of the enhancements are the result of surveys the department issued to fans seeking feedback on game atmosphere, venue offerings and overall fan experience. Read on for some of the improvements game attendees can expect this season at Gaylord Family ā Oklahoma Memorial Stadium. Ā
Ā Ā GAME DAY INFORMATION AND SUPPORT New Online OU Football Game Day Guide
The new OU Football Game Day Guide is your one-stop shop for planning your visit to Gaylord Family ā Oklahoma Memorial Stadium. From game day promotions to parking, ticketing and A-Z information, the guide makes it easy to find important details before you arrive. Make sure to bookmark the page and reference it before each game.Ā Ā
Ā Introducing "Bud"
New this season, OU Athletics is introducing Bud, an AI-powered digital concierge available on SoonerSports.com and in the Oklahoma Sooners app. Bud will provide immediate answers to common questions about tickets, parking, venue policies, accessibility, lost and found and more. During events, fans can also report incidents such as maintenance needs, spills or safety concerns, all of which will be routed in real time to the appropriate OU Athletics personnel. Fans can also "Share a Win" by recognizing exceptional service or highlighting a positive experience. Ā
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Bud, powered by the fan engagement and incident management platform Relayed, will be accessible on SoonerSports.com via the chat widget pop-up in the bottom-right corner of the site. In the Oklahoma Sooners app, Bud will be accessible on game days via the main navigation area at the bottom of the screen.Ā
Ā TRAFFIC, PARKING AND STADIUM ENTRY Travel Maps and Tips
In conjunction with the Norman and OU police departments, Oklahoma Athletics recently released new game day driving maps and recommended protocols to improve traffic flow in Norman, particularly around Gaylord Family ā Oklahoma Memorial Stadium.Ā
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Athletics department and law enforcement officials indicate the single best way fans can improve their game day experience is to plan ahead. That means identifying the best travel route, knowing where to park and allowing extra travel time to arrive and leave safely.Ā
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Fans are also highly encouraged to use the new routing maps instead of GPS since normal phone and other mapping software does not account for game day road closures and often leads visitors to closed routes.Ā
Ā Ā Extended West Perimeter
New in 2026, the security checkpoint for west stadium gates 1-3 will extend to the west side of the service drive beneath the Asp Ave. Parking Facility, resulting in increased concourse space and additional concessions and merchandise points of sale.
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Ticket scanning will continue to take place at traditional stadium gates through kickoff.Ā Once initial ingress is complete, the ticketing perimeter will expand to the new security checkpoint.Ā
Ā Ā PREGAME ACTIVITIES Tailgating CHAMPIONS TAILGATE
The Champions Tailgate has a new home for the 2026 season, conveniently located just steps from the Palace at the northeast corner of Lindsey St. and Jenkins Ave. Tailgate entry will be on the north side of the event perimeter. The tailgate opens 2.5 hours prior to game time and closes 30 minutes before kickoff and will continue to offer complimentary food and beverages to Sooner Club members at the Silver membership level and above. All guests must present and scan their Champions Tailgate pass for entry. Click here for Champions Tailgate map. Ā
Ā Ā 1895 TRUST TAILGATE
New for the 2026 season, the 1895 Trust Tailgate offers an exclusive pregame experience for 1895 Trust members of the Sooner Club. Located on the Energy Partners Training Surface at the southeast corner of Gaylord Family ā Oklahoma Memorial Stadium, the tailgate opens 2.5 hours prior to kickoff. Guests will enjoy complimentary food and beverages, with entry located off Jenkins Avenue. All guests must present and scan their 1895 Trust Tailgate pass for entry. Click here for 1895 Trust Tailgate map.Ā Ā
Ā NORTH OVAL AND BOYD LAWNĀ Ā
OU announced this summer it will build on the success of last season's North Oval tailgating experience by introducing a new turnkey tailgating option at Boyd Lawn this fall while keeping the North Oval free and open for public tailgating. The North Oval will once again serve as the centerpiece of OU game day, remaining free for all fans on a first-come, first-served basis. Fans are encouraged to continue bringing their own tents, chairs and tailgating equipment to one of the most iconic gathering places on campus.
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New this season, fans looking for a hassle-free experience can reserve professionally managed turnkey tailgating packages at nearby Boyd Lawn, located at the corner of Boyd St. and Asp Ave. in front of the Jones Family Welcome Center and Carpenter Hall, through REVELXP, the exclusive reserved tailgate provider for the university. The premium experience offers fully furnished tailgating setups, allowing groups to simply arrive and enjoy gameday without the work of setup or teardown.
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For more detailed information on North Oval, Boyd Lawn and other campus tailgating options, click here.Ā
Ā Ā Elevated Party at the Palace
The Allstate Party at the Palace on the north side of the stadium offers pre-game activities for fans. Party at the Palace will offer and feature a variety of food and beverage trucks, family-friendly activities, The Franchise pregame radio show and an LED video screen showing games in progress. The team's arrival at the stadium and Walk of Champions will again occur on Brooks Mall at Party at the Palace. The one-of-a-kind Red Rocket Ford Model T will also be on display for photo opportunities.Ā
Ā Ā FOOD, BEVERAGE AND MERCHANDISE Concessions UpgradesĀ
Two new stadium concession stands will be added for 2026: one on the lower (main) southwest concourse near Section 1 and the other on the south end of the upper west deck near Sections 101 and 102.Ā
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All stadium concession stands are adding at least one new menu item this season. Examples include Dickey's BBQ (bone-in wings), Corn Dog Company and Fletchers Corny Dogs (fried Oreos), Freddy's (dirty sodas) and Shake's (boozy cherry limeade). Select stands will also offer freshly made Ben's Pretzels.Ā
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Additional technology will double the number of self-checkout points from 2025. Canned beer will now be available at most concession stands, and select portable beer stands will begin offering a 24-ounce souvenir draft. Premixed cocktails will also be offered at select portable beverage stands around the concourses. And for each game this season, 32-ounce souvenir soda cups will feature a different iconic moment in OU football history.Ā
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Now in its third year, OU's exclusive in-stadium Simple Modern drinkware program returns with a new lineup of limited-edition designs and expanded product offerings available at select Levy-operated concession stands throughout the season. Fans can once again find a unique OU design for each home football game, while this year's program will also feature new exclusive OU styles and products, including Simple Modern's popular Mesa Loop bottle and Voyager tumbler.Ā Ā
Ā Ā Merchandise Updates
The Jordan Shoe Box Pop-Up Shop returns to Party at the Palace for its third season, giving fans a convenient spot to shop the latest OU game day gear before kickoff. Ā The pop-up shop will be located on the lawn to the west of McCasland Field House.Ā
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Also returning for its second season is the EA Sports College Football gaming lounge on the bottom level of The Sooner Shop, located on the west side of the stadium. Fans can play as the Sooners on three 60-inch TVs equipped with PS5 consoles and the latest release of EA Sports College Football 27, while shopping for their favorite Crimson and Cream gear.Ā Ā
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The Sooner Shop will expand its game day retail presence this season, giving fans even more convenient access to official OU gear with eight locations throughout the stadium. In addition to the two locations outside the stadium gates (the main The Sooner Shop on Asp Ave. and the Jordan Shoe Box Pop-Up Shop at Party at the Palace), fans can shop at six other locations inside the stadium. The expanded footprint provides convenient access to the latest Sooners apparel, headwear and accessories before kickoff and throughout the game. Ā
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For all home games, The Sooner Shop will open based on scheduled kickoff time. For games kicking off between 11 a.m. and noon, the store will open at 8 a.m.; for games kicking off between 2:30 and 3:30 p.m., the store will open at 10 a.m.; and for games kicking off at 5 p.m. or later, the store will open at noon. The Sooner Shop will remain open throughout the contest before closing approximately one hour following the conclusion of the game. All stadium retail locations are cashless and accept all major credit cards, Apple Pay and Google Pay. Click here to shop online.Ā Ā
Ā Ā SOUVENIRS AND EXPERIENCESĀ Ā Collectible Game Program
OU Athletics and Sooner Sports Properties are producing limited-edition, high-quality printed game programs for home football contests against Kentucky, South Carolina, Ole Miss and Texas A&M ā OU's four 2026 SEC home opponents. The 96-page souvenir game programs are available for preorder for $20 each, and the 224-page 2026 OU Football Media Guide can be purchased for $40 (limited stock).Ā
Ā Ā Sooner Magic Memories
Create unforgettable moments and get closer to the action with exclusive game day experience upgrades. The Sooner Magic Memories program offers one-of-a-kind opportunities for fans of all ages, bringing you closer to the sights, sounds, and traditions that make game day so special. Fans can learn more and upgrade their game-day experience here. Ā
Ā Ā Sooner Salute Program
Fans can send a service member to a future game via the Sooner Salute program. Ticket holders who are unable to attend a game can donate some or all of their unused seats to local military families. Tickets will be distributed through Vet Tix, an organization that provides tickets to military members, veterans, first responders and other heroes in our community. More information can be found here. Ā
Ā Ā Stadium Tours
Exclusive behind-the-scenes tours of Gaylord Family ā Oklahoma Memorial Stadium are available on select days this fall. The walking tours start inside the Barry Switzer Center lobby and last approximately one hour. They include visits to the weight room inside the Devon Performance Lab, a walk across Owen Field, a stop inside the Harold Keith Memorial Press Box and an exclusive viewing of the Eddy Gibbs Family Locker Room. Tours cost $50 per ticket and are limited to 50 people. For more information, including dates, and to sign up for a tour of historic Gaylord Family ā Oklahoma Memorial Stadium, click here.Ā Ā
Ā Ā PREMIUM AREA ENHANCEMENTSĀ
Premium area enhancements this season include an increase in guest seats offered in the South End Zone Terrace Box (located at the top of the South End Zone), which features in-seat food and beverage service. MidFirst Bank East Stadium Suite holders will enjoy new flooring in the common spaces.Ā
Ā Ā UPDATED OKLAHOMA SOONERS APP
With new content modules and an updated design, the refreshed Oklahoma Sooners app will elevate the engagement between Sooner fans and their favorite OU teams and players through a modern, flexible and streamlined user experience.Ā Ā
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The following updates to the Oklahoma Sooners app provide fans with enhanced access to the latest news, videos, photo galleries and promotions, highlighting the content that matters most ā all in the palm of their hand:
Ā Ā An easier path to discovering the latest content Ā
Fans can quickly find live and upcoming games, as well as storytelling content, without deep searches, making it simple to engage with what matters most.Ā Ā
Ā Ā Ā More ways to engageĀ Ā Ā
Fans now have multiple ways to discover content through modular sections, making it easy and fun to explore the app.Ā Ā
Ā Ā Ā Stay in touch and up to date with events and offerings Ā
Fans are highly encouraged to turn on app notifications and location sharing while using the app to receive important game day updates related to parking/traffic, special offers and more.Ā Ā Ā
Ā Ā Update/Download on iOSĀ Ā Update/Download on Google PlayĀ Ā
Ā EXPANDED SOONER CONTENT AVAILABILITYĀ Ā
OU's "Sooner Game Day" is hosted by Chad McKee, Teddy Lehman and Gabe Ikard, who bring the official OU Football pregame show to fans with expert analysis on the Sooners and their opponent each week. The first half of the show can now be seen locally on Channel 9 in OKC and Channel 6 in Tulsa, with the full show available on SEC Network+.Ā Ā
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Once again in 2026, Oklahoma fans have multiple options to find their favorite Sooner content throughout the season, as SoonerVision productions are more accessible than ever. Sooner Nation can tune in for free to Griffin Media, the official television partner of OU Athletics. "Sooner Football with Brent Venables" will air Sunday nights on News 9 in Oklahoma City and News On 6 in Tulsa, while all other programming will be over the air on weeknights on KSBI in the OKC market and on KQCW in the Tulsa area. Fans can also find this content at SoonerSports.com/watch, via the official Oklahoma Sooners YouTube channel or on SEC Network+. Highlights include fan-favorite shows such as "Sooner Football with Brent Venables," "Sooner Sports Talk," "The Huddle" and "Coaches Corner," alongside special additions like the "OUDNA" all-access series.Ā Ā
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Programming includes:Ā Ā
Ā Ā "Sooner Football with Brent Venables" ā An exclusive recap of Oklahoma's football games, Sooner Football with Brent Venables is a continuation of the longest-running coaches show in the country. First started by Bud Wilkinson in 1953, the show is now hosted by Voice of the Sooners Toby Rowland and airs Sunday evenings on KWTV, KOTV and SEC Network+. Ā
Ā Ā "Sooner Sports Talk" ā Live from Rudy's Country Store & BBQ in Norman, host Chris Plank is joined by head football Coach Brent Venables to discuss the previous and upcoming game.Ā Ā
Ā Ā "The Huddle" ā An entertaining one-hour roundtable discussion on OU Football featuring a rotation of former Sooner legends.Ā Ā
Ā Ā "Coaches Corner" ā Assistant football coaches join Chris Plank and Gabe Ikard to break down position groups and provide insight on the Sooners program.Ā Ā
Ā Ā "Sooner Sports Pad" ā In partnership with OU's Gaylord College of Journalism and Mass Communication, Sooner Sports Pad takes viewers on a trip around all sports at Oklahoma. Featuring live guests and completely student-hosted and produced, the show offers an opportunity to know your Sooners in a unique way.Ā Ā Ā
Ā Ā Postgame Press Conferences ā Exclusive streaming access to Oklahoma football postgame press conferences.Ā Ā Ā
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SEC Network+ is complementary to SEC Network and accessible with your TV provider credentials. It can be accessed through the ESPN App on smartphones, tablets, connected streaming devices or via espn.com/watch.Ā Ā
Ā Ā How to access KSBI and KQCW:Ā Ā
Ā Ā KSBI (Oklahoma City)Ā Ā
COX Ch. 7, U-verse Ch. 52, DirecTV Satellite Ch. 52, DISH Network Ch. 52, Over-the-Air Antenna Channel 52 Ā
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A full channel listing can be found at www.news9.com/ksbi.Ā Ā
Ā Ā KQCW (Tulsa)Ā Ā
COX Ch. 7, U-verse Ch. 7, DirecTV Satellite Ch. 19, DISH Network Ch. 1, Over-the-Air Antenna Channel 19Ā Ā
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A full channel listing can be found at www.tulsacw.com.Ā Ā
Ā FAN REMINDER: BEWARE OF TICKET SCAMSĀ
OU Athletics reminds fans of the potential danger of being sold counterfeit tickets online, through social mediaĀ or at Oklahoma home games, including from sellers impersonating students, fans or others connected to the University or the athletics program. A seller's claimed identity should not be assumed genuine, even if they share a photo or message that appears to confirm who they are.Ā
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Before you buy tickets to any OU Athletics event, know where to buy safely.Ā The primary authorized outlet for OklahomaĀ AthleticsĀ tickets is theĀ OU Athletics Ticket Office. Fans may also purchase tickets on the secondary market viaĀ SeatGeek, the official resale provider of the Sooners.Ā If a seller contacts you thatĀ isn't the Ticket Office or SeatGeek, do not send payment or share any personal information with the seller (such as photos of an ID or driver's license). If you have questions regarding the validity of a ticket sale or seller, please contact theĀ OU Athletics Ticket Office.Ā